Part of the reason why I write about the media is because I am interested in the whole intellectual culture, and the part of it that is easiest to study is the media. It comes out every day. You can do a systematic investigation. You can compare yesterday’s version to today’s version. There is a lot of evidence about what’s played up and what isn’t and the way things are structured. My impression is the media aren’t very different from scholarship or from, say, journals of intellectual opinion—there are some extra  constraints—but it’s not radically different. They interact, which is why people go up and back quite easily among them. You want to study the media the way, say, a scientist would study some complex molecule or something. You take a look at its internal institutional structure and then make some hypothesis based on the structure as to what the media product is likely to look like. Then you investigate the media product and see how well it    conforms to the hypotheses. Virtually all work in media analysis is this last part—trying to study carefully just what the media product is and whether it conforms to obvious assumptions about the nature and structure of the media. Well, what do you find? First of all, you find that there are different media which do different things, like the entertainment/Hollywood, soap operas, and so on, or even most o
f the newspapers in the country (the overwhelming majority of them). They are directing the mass audience. There is another sector of the media, the elite media, sometimes called the agenda-setting media because they are the ones with the big resources, they set the framework in which everyone else operates. The New York Times and CBS, that kind of thing. Their audience is mostly privileged people. The people who read the New York Times—people who are wealthy or part of what is sometimes called the political class—they are actually involved in the political system in an ongoing fashion. They are basically managers of one sort or another.  They can be political managers, business managers (like corporate executives or that sort of thing), doctoral managers (like university professors), or other journalists who are involved in organizing the way people think and look at things. The elite media set a framework within which others operate. If you are watching the Associated Press, who    grind out a constant flow of news, in the mid-afternoon it breaks and there is something that comes along every day that says "Notice to Editors: Tomorrow’s New York Times is going to have the following stories on the front page." The point of that is, if you’re an editor of a newspaper in Dayton, Ohio and you don’t have the resources to figure out wh
at the news is, or you don’t want to think about it anyway, this tells you what the news is.    These are the stories for the quarter page that you are going to devote to something other than local affairs or diverting your audience.  These are the stories that you put there because that’s what the New York Times tells us is what you’re supposed to care about tomorrow. If you are an editor in Dayton, Ohio, you would sort of have to do that, because you don’t have much else in the way of resources. If you get off line, if you’re producing stories that the big press doesn’t like, you’ll hear about it pretty soon. In fact, what just happened at San Jose Mercury News is a dramatic example of this.    So there are a lot of ways in which  power plays can drive you right back into line if you move out. If you try to break the mold, you’re not going to last long. That framework works pretty well, and it is understandable that it is just a reflection of obvious power structures. The real mass media are basically trying to divert people. Let them do something else, but don’t bother us (us being the people who run the show). Let them get interested in professional sports, for example. Let everybody be crazed about professional sports or sex scandals or the personalities and their problems or something like that. Anything, as long as it isn’t serious. Of course, the serious stuff is for the big guys. "We" take care of that.
What are the elite media, the agenda-setting ones? The New York Times and CBS, for example. Well, first of all, they are major, very profitable, corporations. Furthermore, most of them are either linked to, or outright owned by, much bigger corporations, like General Electric, Westinghouse, and so on. They are way up at the top of the power structure of the private economy which is a very tyrannical structure. Corporations are basically tyrannies, hierarchic, controlled from above. If you don’t like what they are doing you get out. The major media are just part of that system. What about their institutional setting? Well, that’s more or less the same. What they interact with and relate to is other major power centers—the government, other corporations, or the universities. Because the media are a doctrinal system they interact closely with the universities. Say you are a reporter writing a story on Southeast Asia or Africa, or something like that. You’re supposed to go over to the big university and find an expert who will tell you what to write, or else go to one of the foundations, like Brookings Institute or American Enterprise Institute and they will give you the words to say. These outside institutions are very similar to the media. The universities, for example, are not independent institutions. There may be independent people scattered
around in them but that is true of the media as well. And it’s generally true of corporations. It’s true of Fascist states, for that matter. But the institution itself is parasitic. It’s dependent on outside sources of support and those sources of support, such as private wealth, big corporations with  grants, and the government (which is so closely interlinked with corporate power you can barely distinguish them), they are essentially what the universities are in the middle of. People within them, who don’t adjust to that structure, who don’t accept it and internalize it (you can’t really work with it unless you internalize it, and believe it); people who don’t do that are likely to be    weeded out along the way, starting from kindergarten, all the way up.    There are all sorts of filtering devices to get rid of people who are a pain in the neck and think independently. Those of you who have been through college know that the educational system is very highly geared to rewarding conformity and obedience; if you don’t do that, you are a troublemaker. So, it is kind of a filtering device which  ends up with people who really honestly (they aren’t lying) internalize the framework of belief and attitudes of the surrounding power system in the society. The elite institutions like, say, Harvard and Princeton and the small upscale colleges, for example, are very muc
h geared to socialization. If you go through a place like Harvard, most of what goes on there is teaching manners; how to behave like a member of the upper classes, how to think the right thoughts, and so on.
Okay, you look at the structure of that whole system. What do you expect the news to be like? Well, it’s pretty obvious. Take the New York Times. It’s a corporation and sells a product. The product is audiences. They don’t make money when you buy the newspaper. They are happy to put it on the worldwide web for free. They actually lose money when you buy the newspaper. But the audience is the product. The product is privileged people, just like the people who are writing the newspapers, you know, top-level decision-making people in society. You have to sell a product to a market, and the market is, of course, advertisers (that is, other businesses). Whether it is television or newspapers, or whatever, they are selling audiences. Corporations sell audiences to other corporations. In the case of the elite media, it’s big businesses. Well, what do you expect to happen? What would you predict about the nature of the media product, given that set of circumstances?    What would be the null hypothesis, the kind of conjecture that you’d make assuming nothing furtheditor版本
er. The obvious assumption is that the product of the media, what appears, what doesn’t appear, the way it is slanted, will reflect the interest of the buyers and sellers, the institutions, and the power systems that are around them. If that wouldn’t happen, it would be kind of a miracle.

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